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MOBILIZING YOUR CRM

Exploring the Benefits

and Considerations

January, 2011

2

CWR Mobility Mobilizing Your CRM: Exploring the Benefits and Considerations

TABLE OF CONTENTS

SITUATION ANALYSIS .............................................................................................. 3

BUSINESS SCENARIOS ............................................................................................. 3

KEY ISSUES FOR CONSIDERATION IN EVALUATING POTENTIAL

SOLUTIONS .................................................................................................................. 5

CWR MOBILE CRM: THE LEADING MOBILE CLIENT FOR MICROSOFT

DYNAMICS®

CRM ..................................................................................................... 9

MOBILE CRM SOLUTION REQUIREMENTS CHECKLIST ........................... 13

ABOUT CWR MOBILITY ........................................................................................ 14

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SITUATION ANALYSIS

The quality of your relationships with your customers is essential to

running your business successfully. Recent global economic

conditions have made it clear that staying close to your customers

has never been more important. Customer Relationship

Management (CRM) is a business strategy for putting customers at

the center of your business, improving customer satisfaction and

loyalty while reducing the costs of customer interaction. As

companies carefully consider where to apply resources to drive their

business forward -- whether to enhance relationships with existing

customers, establish relationships with new customers, or find new

markets and exploit new business models -- CRM software

consistently remains a top priority area of investment.

To gain a competitive edge, companies which today rely on a

distributed workforce need to ensure their mobile employees have

instant, convenient, on-the-go access to customer and corporate

data. It is essential that these companies equip their mobile

professionals with technology that allows them to operate in the

most productive and efficient way. Until recently, mobile staff did

not have an effective mobile solution providing them valuable

customer insight while on-the-go, at the customer site, or traveling.

BUSINESS SCENARIOS

Below are examples of scenarios that illustrate ways in which Mobile

CRM can help enable distributed workforces in building and

maintaining stronger customer relationships, with improved

productivity, efficiency and lower costs. As you evaluate whether

Mobile CRM is right for your organization, consider whether

scenarios such as these are applicable to your business and could

offer substantial benefit.

Field Sales

Distributors and industries such as Food & Beverage require tools to

enable field sales teams to manage inventory, orders, payments and

customer interaction. Salespeople need access to up-to-date

account information prior to visiting a customer site, access to

product information, price lists or offers when meeting with

The Benefits of

Mobilizing Your CRM

Forrester Consulting research

amongst Western European

(IT) executives lists the largest

benefits of Mobile CRM:

1. Improved employee

productivity

2. Improved customer

experience

3. Higher customer

satisfaction

4. Improved business

process efficiency

5. Lower cost of CRM

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customers, and the ability to capture or update customer

information, initiate orders or update sales forecasts promptly,

without returning to the office.

Field Service

Consumer Packaged Goods and Hi-Tech companies use field teams

for on-site service with custom needs around customers, parts and

warranties, and payment processing. Prior to visiting a customer site

service technicians need access to customer account details, service

contracts, warranties and service history. While meeting with

customers service technicians need product and support information

as well as the ability to track, manage, schedule or escalate service

requests in real-time.

Field Marketing

Industries such as Pharmaceuticals leverage large field teams for in-

person marketing and require tools for education, readiness and

customer engagement. Additionally, marketers may need to qualify,

assign or analyze leads or push through budget requests or

approvals anywhere, anytime.

Financial Services

Banking, insurance and financial advisory companies employ highly

skilled professionals with needs for deep customer, account and

transaction capabilities.

Professional Services

Legal, Accounting and Construction are examples of industries with

special needs to handle time tracking, billing, orders, material use

and customer engagement.

xRM

Companies need to extend and mobilize their custom/xRM

applications to empower users to complete essential company

processes when offline or remote.

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KEY ISSUES FOR CONSIDERATION IN

EVALUATING POTENTIAL SOLUTIONS

As you assess how Mobile CRM can help your organization, it is

important to identify the key issues to consider as you evaluate a

potential solution. As an organization that currently uses (or is

evaluating the use of) Microsoft Dynamics CRM, potential solutions

should be evaluated in terms of how well they will complement your

CRM environment, from the perspectives of your end users as well as

your IT organization.

HOW FAMILIAR WILL IT BE?

Users Need to Recognize Their CRM System on

Their Mobile Device

Mobile professionals are focused on their business mission;

technology and tools succeed to the degree that they help them in

achieving their mission. The ideal solution will deliver a user

experience that is immediately familiar to end users, having the same

interface and features as their office CRM.

We Need to Leverage Our IT Investments

IT managers and system administrators are always challenged to

balance between empowering users with the best IT solutions and

keeping their IT infrastructure secure and manageable. They are

looking for solutions that are integrated seamlessly into their current

IT infrastructure, are scalable, secure and easy to implement and

maintain. The ideal solution should leverage the investments in

infrastructure and security your organization has already made.

Can a Single System Support a Choice of Devices?

The reality in many of today’s organizations is that mobile

professionals are using a diverse range of mobile devices and this

represents a considerable challenge for IT departments. The ideal

solution should enable your employees to use any mobile Internet-

capable device they want, whether smartphone or tablet, including

devices they already own like an iPhone®

mobile digital device, iPad®

mobile digital device, BlackBerry®

smartphone, Android™ mobile

device, or Windows® Phone mobile device. This ensures cost

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efficiency and a seamless transition to your Mobile CRM solution,

since employees are more motivated to use a familiar device. Finally,

rather than providing a generic layout for all devices, the ideal

solution should adapt to the look and feel of the device at hand, as

users expect.

HOW INTELLIGENT WILL IT BE?

Can a Single System Provide an End User

Experience That Adapts to User Roles?

Your mobile professionals have different roles and functions. The

ideal solution should provide the specific information they each need

to effectively perform their role, without any additional effort on their

part. In this way, account managers will have instant mobile access

to all their clients and contacts, sales leads and opportunities, orders

and quotes. At the same time, a service engineer working for the

same company and using the same application will have custom

access to all relevant information regarding repair assignments, parts,

service contracts, etc.

We Need a Flexible Solution That Can Adapt to Our

Size, Our Market

When looking for assistance in professionalizing their mobile

workforce, organizations want to enable their field employees to

benefit from up-to-date business information and optimize their

response to changing situations or emerging opportunities. The

ideal solution will enable this regardless of company size (from a

handful to thousands of employees) or vertical markets (from banks

and insurance companies to field service and pharmaceuticals),

The Mobile CRM solution should enable vertical solutions to be

designed in close cooperation with partners who provide the specific

knowledge to develop industry-based solutions. In this way, the

resulting solution can adapt to your company and its business

processes, adopting any mobile business model.

Finally, the ideal solution should work with your existing CRM system,

simplifying adjusting the application to new and changing situations

and eliminating the need to hire programmers to make necessary

modifications.

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Is Mobilizing xRM a Need?

xRM, eXtended Relationship Management, is a strategy that goes

beyond traditional customer-centric CRM, by focusing on managing

all relationships, not just those with customers. The “x” underpins a

variety of tightly integrated applications which are used to manage

internal and external transactional relationships. xRM provides a

comprehensive, unified system for all aspects of business. The ideal

solution should enable you to mobilize any xRM application, whether

it is for HR recruiting and staffing, procurement/vendor management

or any other internal Line of Business application.

How Much Complexity is Involved?

Does the Mobile CRM solution rely on third party or external

middleware or applications? The ideal solution will avoid

requirements like these, minimizing complexity and potential impacts

to deployment timeframes.

Fast ROI is a Necessity

Return on Investment (ROI) is always an important focus for new

investments, but recent economic conditions have caused IT budgets

to tighten even further. The ideal Mobile CRM solution needs to

deliver a fast ROI.

HOW CONNECTED WILL IT BE?

Does It Support Online and Offline Operation?

The ideal solution should make information accessible and editable

whether users are online or offline as, by definition, mobile

professionals are on the go, whether in the field or on an airplane.

Despite today’s advanced cellular infrastructure, mobile professionals

regularly find that they roam outside of the coverage area, are in

buildings which block coverage (hospitals, parking garages, etc.), or

are traveling on airplanes with no coverage. Mobile professionals

find that they require data stored locally on their mobile device

which provides fast and continuous access to all of their CRM data.

Will It Support All of Our Users’ Mobile Platforms?

The ideal solution should support any mobile device hardware,

whether in use in the field or within the IT department.

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Can the Solution be Deployed On-Premise or

Hosted?

The ideal solution should offer you flexibility in your deployment

strategy, enabling you to meet your organization’s objectives in key

areas such as deployment timeframe, manageability, security and

cost-efficacy. So, regardless of whether you deploy your CRM

system on-premise or have it hosted in the cloud, you will want to

have a mobile platform that supports all deployment models (and

can easily switch if your IT strategies or plans change).

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CWR MOBILE CRM:

THE LEADING MOBILE CLIENT FOR

MICROSOFT DYNAMICS®

CRM

CWR Mobility’s flagship product, CWR Mobile CRM, is the leading

mobile client for Microsoft Dynamics CRM. CWR Mobile CRM works

with Microsoft Dynamics CRM to deliver the power of productivity

through familiar, intelligent, and connected experiences.

As a smart client application for mobile employees, CWR Mobile

CRM leverages the power of the Microsoft Dynamics CRM system

and the advanced connectivity of mobile Internet-capable devices,

whether smartphone or tablet, to give employees all the information

they need in the palm of their hand. Employees can use devices such

as a Windows Phone mobile device, iPhone mobile digital device,

iPad mobile digital device, BlackBerry smartphone, or Android mobile

device. CWR Mobility’s solution enables rapid deployment of the

Microsoft Dynamics CRM product to mobile professionals with

wireless handheld devices. Because it is based on the Microsoft

Dynamics CRM platform, it is an extension of your organization’s

CRM system. CWR Mobile CRM is feature-rich and easy to use,

which translates into faster adoption and lower training costs.

CWR Mobile CRM enables mobile professionals to communicate bi-

directionally and in real-time with their back office. The product

provides them with instant access to accurate CRM data in the field,

including all standard and custom entities from Microsoft Dynamics

CRM. CWR Mobile CRM includes default implementations for Field

Sales and Field Service professionals. In addition, it contains a

flexible toolkit for building custom Line of Business applications.

In order to make deployment and data synchronization as efficient as

possible, the system is designed to give mobile users role-based

access to all information relevant to them. CWR Mobile CRM works

online as well as offline in areas without coverage. The mobile client

automatically synchronizes information whenever connected to the

server.

CWR Mobile CRM is a stable, scalable and reliable product with

proven functionality in some of the most demanding IT

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environments. The solution is multi-currency, multilingual and multi-

tenant.

A FAMILIAR EXPERIENCE

Seamless Integration

CWR Mobile CRM is the most advanced, multi-platform mobile CRM

solution in the market, built from the ground up, in, with and for

Microsoft Dynamics CRM. It incorporates the familiar look and feel

of Microsoft Dynamics CRM, delivering an interface and features that

mobile users immediately recognize as their office CRM system.

CWR Mobile CRM is managed entirely within Microsoft Dynamics

CRM; therefore, it does not require a separate management console

or application. Administrators define the application layout,

accessibility and rights from a centralized location inside Microsoft

Dynamics CRM. Server installation and management is

straightforward, with the IT department keeping the database

synchronized. CWR Mobile CRM is based on the proven Microsoft

Dynamics CRM platform, allowing customers to simply add our

solution to the existing IT infrastructure. It leverages the investments

in infrastructure and security your organization has already made, as

well as your organization’s Microsoft skills and experience.

Ongoing development is focused upon keeping CWR Mobility the

leading supplier of mobile CRM solutions. We have already installed

it at hundreds of companies. Its proven technology is secure to the

highest standard.

Choice of Devices

CWR Mobile CRM is completely platform independent. Your

employees may use any mobile Internet-capable device they want,

whether smartphone or tablet, including those they already own such

as a Windows Phone mobile device, iPhone mobile digital device,

iPad mobile digital device, BlackBerry smartphone, or Android mobile

device.

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AN INTELLIGENT EXPERIENCE

Adapts to User Roles

Unlike the majority of mobile CRM software, the screen content of

CWR Mobile CRM completely adapts to a user’s specific role without

any programming, just by rearranging the user interface, WYSIWYG-

style. CWR Mobile CRM uses Profile-based Deployment, meaning

custom data will be deployed to the mobile device based on a user’s

role within your company. Depending on their profile, a specific

layout is sent to the device.

Any Size, Any Market

CWR Mobile CRM is designed to fit your business, large or small,

across a broad range of industries. Vertical solutions are designed in

close co-operation with our partners, who provide the specific

knowledge to develop industry-based solutions. In this way, our

flexible software completely adapts to your company and its business

processes, adopting any mobile business model.

This also simplifies adjusting the application to new and changing

situations. CWR Mobile CRM uses the flexible point-and-click

customization of Microsoft Dynamics CRM to adapt to changing

needs. It dynamically updates and self-configures when new forms

or processes are deployed. Support of the Microsoft Dynamics CRM

platform ensures no new or additional software has to be purchased,

and there is no need to hire programmers to make necessary

modifications.

Mobilizing xRM

CWR Mobile CRM is the flexible mobile platform that supports

virtually every mobile relationship management scenario, thereby

enabling complete, custom interaction between companies and

people.

Minimizes Complexity

CWR Mobile CRM does not require any third party or external

middleware or applications, minimizing complexity and eliminating

dependencies on other components that have the potential to

impact deployment timeframes.

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Impressively Fast ROI

The impressively fast ROI of CWR Mobile CRM (3 to 6 months) is

based on its flexibility and adaptability. The use of mobile CRM

software in itself already results in increased productivity and data

quality. Additionally, by taking advantage of your existing CRM

infrastructure, new investments will be relatively small, resulting in an

even faster ROI.

A CONNECTED EXPERIENCE

Online and Offline

With CWR Mobile CRM, all information is both accessible and

editable when users are online or offline. In remote areas without

internet access, users will still have the most up to date information

at their disposal. As soon as online access is available again, the

application’s local database will be automatically synchronized with

the server.

Multi-platform Support

The application is multi-platform. Any mobile Internet-capable

hardware already available -- both within the IT department and in

the field -- whether smartphone or tablet, such as an iPhone mobile

digital device, iPad mobile digital device, BlackBerry smartphone,

Android mobile device, or Windows Phone mobile device, may be

used by our software. CWR Mobile CRM software is available for

download at all major application stores. Users simply install the

application in as little as 15 minutes on their mobile device, either via

the application store or upon receipt of a download link by email.

Power of Choice in Deployment

CWR Mobile CRM licenses may be deployed On-Premise (Standard

or Professional Edition) or Hosted (Online or Partner Hosted). In

Europe, CWR Mobility is working with several Microsoft Dynamics

CRM hosting partners, offering CWR Mobile CRM software as a

service. Additionally, CWR Mobile CRM is available online as an

extension to Microsoft Dynamics CRM Online, a Microsoft hosted

platform.

CWR MOBILE CRM:

THE POWER OF DYNAMICS IN THE PALM OF YOUR HAND

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MOBILE CRM SOLUTION REQUIREMENTS CHECKLIST

Below is a requirements checklist to assist in your evaluation of potential solutions.

REQUIREMENT

CWR

Mobile CRM

Solution B

Solution C

FAMILIAR EXPERIENCE

Entirely built in, with and for Microsoft Dynamics CRM

Incorporates familiar Microsoft Dynamics CRM look and feel

Single deployment supports iPhone mobile digital device, iPad mobile digital device, BlackBerry

smartphone,

Android mobile device, or Windows Phone mobile device. Application runs as a native application and also has a custom user interface on each mobile platform

Managed entirely within Microsoft Dynamics CRM; does not require separate management console or application. Leverages all of our Microsoft skills and experience

INTELLIGENT EXPERIENCE

Delivers customized information to end users based on their specific organizational roles

Uses Microsoft Dynamics CRM flexible point-and-click customization to adapt to changing needs

Dynamically updates and self-configures when new forms or processes are deployed

Enables rapid deployment of custom line of business or xRM applications

No third party/external middleware or applications required

Fast ROI

CONNECTED EXPERIENCE

Offers online and complete offline access for end users

Supports all of our users’ mobile platforms

Operates on-premise or can be easily hosted by Microsoft (Microsoft Dynamics CRM Online) or a partner

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ABOUT CWR MOBILITY

CWR Mobility is an Independent Software Vendor and the leading

provider of mobile CRM solutions. By offering the most advanced,

multi-platform mobile CRM Solutions -- based on the Microsoft

Dynamics CRM platform -- the company has raised the standard for

the mobile CRM industry. CWR Mobility is committed to

continuously taking CRM to the next level, thereby enabling

customers and partners to make the most out of their business.

CWR stands for “Crawl, Walk, Run,” a statement of our firm belief that

taking one step at a time is the surest path to an effective solution.

This philosophy is represented in every aspect of our company, from

product development to technical support and marketing strategy. It

reflects our constant effort to achieve the highest quality possible.

This approach has led to a partner network that already spans

Europe, The Americas, South Africa, the Middle East and Australia.

Together with our partners we are now delivering horizontal and

vertical mobile CRM applications to SMB and Enterprise clients in

every corner of the globe.

Microsoft Gold Certified Partner

CWR Mobility is a Microsoft Gold Certified Partner with

competencies in Microsoft Business Solutions, Mobility Solutions and

ISV/Software Solutions. CWR Mobile CRM is a Microsoft Certified

Solution for Microsoft Dynamics CRM.

Award Winner

In 2010, CWR Mobility received the Microsoft award for Mobility

Solutions Business Application Provider of the Year.

Microsoft, Windows and Microsoft Dynamics are either registered trademarks or

trademarks of Microsoft Corporation in the United States and/or other countries.

Apple, iPhone and iPad are trademarks of Apple Inc., registered in the U.S. and other

countries. The Trademark BlackBerry is owned by Research In Motion Limited and is

registered in the United States and may be pending or registered in other countries.

CWR Mobility BV is not endorsed, sponsored, affiliated with or otherwise authorized

by Research In Motion Limited. Android is a trademark of Google Inc. Use of this

trademark is subject to Google Permissions.

CWR Mobility B.V.

Europe and International

Kerkenbos 1015F

6546 BB Nijmegen

The Netherlands

Tel. +31 (24) 371 1170

United States

Redmond, Washington

Tel. +1 (425) 605-0825

cwrmobility.com

[email protected]

http://www.cwrmobility.com/

mailto:[email protected]

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